Nero D’Avola Wine

Private Brand: Winemakers Selection
Retailer: Walmart
Country: United States
Category: G5. Beverages: Alcoholic
Agency: Equator Design


Sarah Paskell, Senior Director, Private Brand, Walmart
Nichole Simpson, Senior Buyer, Adult Beverage, Walmart
Nickolas Ingram, Project Manager, Walmart
Jennifer Gaeto, Creative Director, Equator Design
Michael Allen, Lead Designer, Equator Design
Charlie Kuoni, Account Director, Equator Design
Kat Piacentino, Account Manager, Equator Design


In an encore to its hugely popular Winemakers Selection of 2018, Walmart introduced 11 new varietals in 2019. Nero D’Avola is a full-bodied red wine not typically considered by the casual wine drinker but respected by the “at-home connoisseur”. Featured as one of the range’s most unique offerings, Walmart’s Nero is made from grapes that have been grown in the vineyards of Sicily since the 12th century.

Aiming to match the boldness of the wine with an equally strong presentation, the new label was designed to communicate the product’s authentic provenance, remaining faithful to the region and its vinegrowers. Thus, we incorporated an origin story on the front label representing Sicilian wine cultivation and the region’s rich culture, with wood-cut illustrations delivering a vintage feel. Working to ensure standout in a sea of square labels, an angled ribbon label was chosen, highlighting the singularity of the product.

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